Abstract

This article first proposes to present the foundations of the country brand through its image and identity components. Then it analyzes the country brand management model in three points: the identification of target groups, associations and positioning trails and finally the influence of the level of economic development on the management of the country brand.The perception of a country as a brand is then dictated by a desire to better spread internationally in order to increase its attractiveness vis-a-vis those to whom he is interested: tourists, investors and particularly foreign direct investors, expatriates, students, residents, merchants, media, facilitators or relays (such as Tour Operators, airlines) ... To do so, it is important to measure the impact of the country on the behavior of these different audiences targets. These effects therefore vary from one country to another, given the differences in economic, socio-cultural and other factors. But for a country, it turns out that the picture varies over time, due to changes in industrialization, marketing strategies, changing lifestyles, etc. This means that the study of the image of the territories follows two logics based firstly on territorial imaging in relation to economic development, and also on the success of marketing strategies implemented.